Over-optimization in SEO describes optimization that is pushed so far that it looks manipulative. Typical cases are keyword stuffing and conspicuous link patterns. The term “over-optimization penalty” is historical and not a Google term.
At a glance
- Type
- unofficial SEO term, not a Google system
- Started
- April 24, 2012 (Google announces a webspam change)
- Completed
- not documented
- Confirmed by
- no, Google does not use the term; keyword stuffing is covered in the spam policies
- Status
- historical
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Where does the term come from?
In March 2012, according to Outspoken Media, Matt Cutts said at a conference that Google was working on a change to level the playing field for sites with good content, a remark many read as aimed at excessive SEO. On April 24, 2012, Google announced an update against webspam and noted that SEO itself can be positive and constructive. The post does not name Penguin; linking it to Penguin is the industry’s reading.
What does Google say today?
Google does not use the term. Its spam policies define keyword stuffing as filling a page with keywords or numbers to manipulate rankings, for example text that repeats words unnaturally or lists cities a page tries to rank for. Google gives no threshold for when a text counts as over-optimized. Sites that violate the policies may rank lower or not appear at all.
Example
A title such as “Cheap hotel Berlin | Cheap Berlin hotel | Book hotel Berlin” repeats the same keyword three times without adding value for readers.
Sources
- Another step to reward high-quality sites – Google Search Central Blog (Apr 24, 2012)developers.google.com
- Spam policies for Google web search – Google Search Central (keyword stuffing)developers.google.com
- Is An Over-Optimization Penalty Coming For You? – Outspoken Media (secondary source, 2012)outspokenmedia.com
- What is an over-optimized website – Yoast (secondary source)yoast.com
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